About North Star Marketing founder Joanna Campbell.
Who’s behind North Star Marketing?
I’m Jo Campbell — a strategic, hands-on marketing partner with 20+ years’ experience leading brand, digital, and go-to-market strategy across telco, tech, media, and more.
Formally trained and certified in
What I Bring to the Table
With 20+ years in marketing and strategy, I bring a mix of big-picture thinking and hands-on execution. I know how to find the signal in the noise, spot the gaps, and shape marketing that actually works.
• Depth of experience — Two decades leading brand, digital, and go-to-market strategy across corporate, tech, media, and more.
• Sharp strategy — I cut through trends and tactics to get to what will really move your business forward.
• Operational follow-through — Plans don’t sit in a drawer; I help make them happen, measure results, and adapt as we go.
• Creative problem-solving — From reframing a message to untangling a messy funnel, I find better ways to reach your goals.
Why I Started North Star
After two decades in corporate marketing, I’d seen the best and worst of how businesses treat their marketing — and the people behind it.
I wanted to create a space where marketing means something: where it’s purposeful, strategic, and set up to work. Where it’s not about chasing the shiny thing or ticking boxes, but about doing the right thing for the long-term health of the business.
North Star Marketing is built on a few simple principles:
• Strategy before activity
• Clarity before complexity
• Marketing that’s measured, not just imagined
Where I worked before starting
North Star Marketing
My approach in five words
Approachable
I keep things friendly, clear, and free of ego. Clients feel comfortable asking questions, giving feedback, and being real with me.
Confident
I bring 20+ years of experience to the table. I know what works, and I’m not afraid to challenge vague trends or empty tactics.
Strategic
I always connect marketing to business goals. Every idea has a purpose, and every action builds momentum.
Grounded
I’m calm, clear-headed, and practical. I won’t oversell, overpromise, or overcomplicate.
Empathetic
I read the room, I listen, and I care. I work best with clients who want a thoughtful partner, not just a task-ticker.
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Whether you need a one-off reset, a strategic plan, or steady support month to month — I bring experience that helps you move from uncertainty to action, without adding noise or surface-level tactics.
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I think deeply, work independently, and focus on what matters most. You won’t get play-by-play updates, but you’ll feel the progress — because I’m making it happen behind the scenes.
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I bring creativity to the structure, not just the surface.
It shows up in how we frame a message, design a journey, or unlock an insight that shifts performance.
It’s creative strategy — grounded in human behaviour, business goals, and what actually makes people take action.
I’m not here to art-direct your brand — though if you need someone to facilitate that, I can absolutely help make that happen.
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I’m practical, collaborative, and low-drama. I listen first, help you untangle what’s really going on, and shape a clear path forward — then stay involved to help make it real.
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A clear marketing game plan
Campaigns with purpose
Visibility into what’s working
The right channel mix
Content that gets found
More effective ads
Reliable measurement
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You can start with a single session or go deeper with ongoing support. Everything is shaped around clarity, structure, and steady momentum — so you can make real marketing progress, without inflated fees or marketing theatre.
What to expect.
What I stand for
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What I stand for *
I’m not here to fill a chair or nod politely. I’m here to make sure your marketing works — for your customers, and for your business.
That means I’ll ask questions, challenge assumptions, and sometimes recommend things that feel uncomfortable. I care more about long-term impact than short-term popularity. If something needs to change to get better results, I’ll say so — respectfully, clearly, and with your goals in mind.
I do my best work with people who are ready to take marketing seriously — even if they’re not sure where to start. You don’t need to have it all figured out. You just need to be open, curious, and ready to back yourself (and me).
I’m calm, strategic, and no-BS — but I’m also kind. I’m not into ego, panic, or perfectionism. I’m here to partner with you, make a plan, and get things moving.
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I’ll always give you my honest take — even if it’s not what you expected. I care more about what’s right for your business than being “right.”
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I cut through noise, indecision, and confusion. I help clients focus on what actually matters and move forward with confidence.
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We don’t wait for the perfect plan. We move forward with clarity, learn as we go, and adjust with intention.
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Marketing works best when we do it together. I’ll lead the way, but you’ll always be in the loop and in control. I don’t show up with a magic wand. I collaborate with you to shape strategy you believe in — and can actually implement.
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I treat marketing as behavioural strategy, not decoration. I focus on what drives action — because it’s not just about looking good, it’s about making sense and making impact. Nice design matters, but it’s not enough. I focus on the “why” and “what’s working” before we polish the surface.
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You won’t get BS or buzzwords here — just smart, grounded support that makes sense.
Not sure what your next step is?
Start with a free intro call.
We’ll talk through what’s working, what’s not, and what might move the needle — no pressure, no pitch.